The last time Spotify updated us on its paid stats was back in March, when it eclipsed 30 million Premium users. The company hasn't confirmed just how many total users it has today, but it did note that it had 100 million people on its books back in June. Signups may have been driven by Spotify's decision to extend Family plans to six members, cutting the price to $15/£15 in the process.
To lure in subscribers, Spotify operates a free tier, which many other streaming services have shied away from. Instead of requiring a monthly payment, the company attempts to recoup some of those streaming costs by dropping in adverts between tracks. The fact that it continues to convert users into paying customers is encouraging, especially given the competition, but the company still has a long way to go to prove that streaming music can be a decently profitable business.